The Twinkies story: How an American icon rose from the depths of bankruptcy

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Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2014

This event report discusses how Hostess Brands LLC, the US bakery company, brought the iconic Twinkies and CupCakes brands back to store shelves after its predecessor filed for Chapter 11 bankruptcy protection. View Summary

This event report discusses how Hostess Brands LLC, the US bakery company, brought the iconic Twinkies and CupCakes brands back to store shelves after its predecessor filed for Chapter 11 bankruptcy protection. Backed by two private-equity firms, the new Hostess company sought to build anticipation for the return of Twinkies through a campaign with the tagline, "The Sweetest Comeback in the History of Ever", which was brought to life by on-the-ground promotion in major US cities and on social media. The "Prepare Your CakeFace" initiative championed the return of CupCakes, and ultimately both brands posted record-breaking sales figures - as well as helping the category return to growth.

This event report discusses General Mills' developing approach to multicultural marketing. As a big player in categories ranging from breakfast cereal to flour and canned soup, the company has a keen interest in reflecting the changing face of American society - and, especially, that of the family. View Summary

This event report discusses General Mills' developing approach to multicultural marketing. As a big player in categories ranging from breakfast cereal to flour and canned soup, the company has a keen interest in reflecting the changing face of American society - and, especially, that of the family. As a house of brands, rather than a branded house, the various products in General Mills' portfolio are promoted to multicultural shoppers in different ways. What remains constant, however, is the organisation’s commitment to driving growth among increasingly vital audience.

Nickelodeon Kids & Family GPS is an ongoing, global research effort with multiple local, regional and international research projects feeding into the global expertise on the changing face and role of the family. View Summary

Nickelodeon Kids & Family GPS is an ongoing, global research effort with multiple local, regional and international research projects feeding into the global expertise on the changing face and role of the family.

Based on research in 20 countries, including Poland and Russia, using multiple methodologies, Nickelodeon Kids & Family GPS - The Global Family, explores the key themes of family fusion and cohesion, changing roles within the family, and family decision making.

Findings include a reduction in household size, with children and parents having much closer relationships than were seen in the past; dads are more involved in parenting but kids still see mums as the closest, while grandparents are increasing their involvement with their grandchildren; and openness about family finances contributes to family fusion.

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Children and the Commercial World: A Parent's Perspective

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Karen Fraser and Cathryn Moses, Credos, June 2011

This report brings together the quantitative and qualitative research Credos commissioned for contribution to the Bailey Review. View Summary

This report brings together the quantitative and qualitative research Credos commissioned for contribution to the Bailey Review. The research shows that parents find it difficult to keep up with their child's interaction with the digital and online world. It concludes that more needs to be done to help empower parents as regulators of their children's media consumption.

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Children and the Commercial World: Exploring the attitudes of children and parents

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Barbie Clarke, Credos, June 2011

While there was concern expressed by parents on many issues affecting their children’s well-being, advertising and marketing to children was not perceived to be a huge problem. View Summary

While there was concern expressed by parents on many issues affecting their children’s well-being, advertising and marketing to children was not perceived to be a huge problem. However, it appears that many parents feel on the back foot when it comes to understanding fully the media children now consume. This stems largely from a lack of knowledge, creating a 'fear of the unknown'.